PART ONE: GET IDEAL LAW FIRM CLIENTS – HOW TO USE META FOR RETARGETING
WELCOME
Welcome to this video tutorial! I am so happy you are here with me today!
First off I leave markers (and chapters) so you can scroll past sections easily to find your way around.
WHAT YOU WILL LEARN:
1. Learn to Retarget:
- Website visitors
- CRM (client lists)
- Video viewers
- People who filled out a form
- People who engage with your meta pages
2. Build your Retargeting Ad:
Next we’ll build your retargeting Meta ad (just the way I have been building them for law firms since 2016). So let’s look at what you’ll need to get started!
CHAPTER ONE: Getting Started
To get started with Meta Ads retargeting you will need 2 things:
- A Facebook Pixel installed in your website; and
- A Facebook Ads Manager Account.
HELPFUL LINKS:
The Facebook Pixel took me about 10 minutes to find in Facebook, and then about 5 minutes to install on my wordpress website. It could take longer to find or longer to install if you need your Webmaster to do it for you but this is crucial so you can retarget people visiting your website.
And the advantage here is that if you’re paying for Google ads or YouTube ads or any other ad sending people to your website, then Meta will retarget them on Instagram and Facebook with the retargeting ad we’re building in this tutorial.
Next is opening a Facebook Ads Manager account, this can be a bit of a process… or super easy depending on how “techy” you are. But this has to be done in order to build these special audiences and your retargeting ad.
So get that done now; and then let’s get started!
CHAPTER TWO: Go to Ads Manager Account
There are a lot of avenues for getting into the Facebook Ads Manager account to build your retargeting audiences and your retargeting Meta ads.
You’ll see the Ads Manager button inside your Facebook Business Page usually on the left side. But the way I find my way there is to simply Google Facebook Ads Manager and then look for the URL that says:
If you’re already logged into Facebook, you’ll want to be sure you’re in the right account. It seems like at every turn Meta wants to put you in a different account! So keep checking!
To make sure you are in the right account, go just next to Account Overview and scroll down!
CHAPTER THREE: Building Audiences
Go to your ads manager account. Go down the left hand side to the hamburger (or three horizontal lines) which is “All Tools”.
Then choose Audiences.
CHAPTER FOUR: Website Retargeting Audience
Here we’re going to start by building your website audience. These are people who visit your website that will see your new retargeting ad: Under Your Sources click website. Then Next. Choose the correct website pixel.
Here you have some choices about who you want to target:
Next, you can include or exclude more people depending on your strategy. I like to choose the retention at the maximum which is 180.
My naming protocol is important because every time you build an ad you want this to remind you what this audience was. I use the client name, the strategy (so the word website) and then “180” to remind me of the retention.
You can use whatever naming strategy works for you; but this saves you some time later when you have a lot of audiences to choose from.
CHAPTER FIVE: CRM (Customer List) Retargeting Audience
Click Create Audience. Now we’re going to do it again. Go to Create Audience, Custom Audience and this time we’re choosing Customer List. Click Next.
Before we upload your client list, the reason I do this is because law firm clients, past clients and even people who may have signed up for an ebook or some other lead magnet in the past will be great referrals and they’re often important to include in your retargeting campaign depending on your strategy!
Here Facebook will tell you how to prepare your list. I got lucky and had downloaded a list from Mailchimp for my last client doing retargeting ads.
My list wasn’t a format they accept; but by uploading it to Google Drive, I was able to easily download it as a CSV file format, and then upload it here to Meta ads.
CHAPTER SIX: Video Retargeting Audience
After following the prompts to complete that step, now we’re retargeting those who have watched a video!
Go to Create Audience/Custom Audience and under Meta Sources click video and Next. Here under Engagement choose a content type.
I like to choose all the options except for “People who viewed at least 3 seconds of your video.” I just feel like that’s too short! They could have hit it by accident!
Then on the next screen you’ll want to choose what videos you want them to have watched in order be retargeted! Usually I choose all the most recent videos I’m using that have views.
CHAPTER SEVEN: Meta Forms Retargeting Audience
This time we’re retargeting those who have filled out a form in Meta. Go to Create Audience, Custom Audience choose Form under Meta Sources and click Next.
Here you’ll choose the form you used to engage with people with Meta Lead Ads.
I always go for the longest retention rate which is 365.
And I always name the audiences the same way: with the client name, what strategy and a reminder like the retention rate of 365.
CHAPTER EIGHT: Facebook Page Retargeting Audience
Now we’re retargeting those who filled out a form on Meta. 
Here you’ll have a few choices. I like to leave the retention as long as they’ll allow so this will be for 90!
Again name this section something you’ll recognize when you need to find it later!
FINAL THOUGHTS:
Ok! There you have your audiences all ready to go for your Meta retargeting ads. What a big job! I hope this made it all a lot quicker and easier!
With Meta, I always click on everything whether it looks useful or not because they hide a lot of things under the hood so to speak!!!
Ok… so in the next video we’re building your very own retargeting ad! If you have questions along the way email me Mary@GoMediaMarketing.com.
I’ll see you there!
